Creating Facebook Pages with Impact (English)

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CREATING FACEBOOK PAGES WITH IMPACT A Guide for Arab Civil Society Organizations Social Media Exchange Association 2012

Social Media Exchange Association produced this guide, which is also available in Arabic, with support from IREX-Iraq.

This guide is licensed for remixing and reuse under a Creative Commons Attribution (CC BY) license. To learn more about Creative Commons and how it contributes to a shared culture, please visit

We kindly ask that you please send any questions or comments about this guide to

Facebook is a registered trademark of Facebook, Inc. Š 2012 Social Media Exchange Association



Step 1: Get to Know Facebook & Get Inspired


Step 2: Lay Your Foundation


Step 3: Assemble Your Team


Step 4: Pinpoint Your Destination & Identify Who Can Help You Get There


Step 5: Plan and Produce Your Content


Step 6: Develop Interaction Guidelines


Step 7: Publish & Promote Your Page


Step 8: Monitor Your Page Performance with Insights


Step 9: Survey Your Success, Tweak, and Do It All Over Again


6 Tips for a Secure Facebook Page






This is the follow-up edition to A Guide to Facebook Pages for NGOs, Nonprofits, and Civil Society, published in 2008, also by Social Media Exchange (SMEX). It has been updated to reflect changes in the Facebook platform as well as to feature new initiatives from individuals, civil society, and government using Pages to support advocacy and action that will ultimately increase civic participation in Arab societies. Our focus for the guide is to integrate the technical aspects of using Facebook Pages with the fundamentals of strategic advocacy and communications planning in 9 easy-to-follow steps. Even though this guide is specific to Facebook Pages, we believe that these steps provide a basic outline for the strategic set-up of just about any social media channel.

Creating Facebook Pages with Impact • About This Guide

With that in mind, we intend for the guide to be used by anyone with intermediate-level Internet literacy. That is, you have an email address, you know how to search with operators like quotation marks (“ ”) and minus signs (-), and you’ve begun exploring social media, perhaps through a personal Facebook profile, a blog, Twitter, or another platform. Before you begin, it’s worth noting that the engineers at Facebook are always experimenting with the platform. So, by the time you read this guide, new features may be in place and old ones discontinued. The most up-to-date information will always be found on the Web itself, so we recommend exploring the links at the end of this guide to learn more and get current information. In fact, as we went to press on the Arabic version of the guide (released in March 2012), Facebook made sweeping changes to its platform, introducing Timeline and a variety of other features. So, while this is technically the English edition of the guide, we have also updated it to reflect these changes in full.

Finally, this guide is not an endorsement of Facebook or its policies. While Facebook has provided a powerful platform for organizing - often cited in the context of the 2011 Arab revolutions - questions remain about the company’s realname policy and whether it hurts or helps activists. Facebook asserts that the policy protects activists and others by limiting users’ ability to abuse anonymity to engage in cruel behavior or to co-opt the identities of well-known people. But many activists believe that the policy harms them by forcing them to choose between concealing their true identities and abiding by Facebook’s terms of service, violation of which could result in the loss of their account. SMEX produced this guide with assistance from IREX-Iraq. The guide was edited by Jessica Dheere, with reporting from RIta Ihdayhid, Pascale Moussawbah, Mohamad Najem, and Malak Zunji. Doha Kabalan translated it to Arabic. Sarine Tchilinguirian designed versions in both languages. SMEX assumes responsibility for all errors and inconsistencies. You can learn more about our organization by visiting www. We kindly ask that you please send any questions or comments about this guide to


Creating Facebook Pages with Impact • Step 1


Get to Know Facebook & Get Inspired Facebook by the Numbers Since opening its platform to anyone who wanted to create a profile in the fall of 2006, Facebook has grown into the largest social network in the world, and it still dominates globally with more than 1 billion active users as of October 4, 2012, of which 50% log in daily, while around half of its users access Facebook through mobile devices. It’s hard to imagine any other single channel on the planet with access to that many users. In Arab countries, the platform has seen lightning-fast adoption. The Arab Social Media Report, compiled and published by the Dubai School of Government, totals the number of Facebook users in the Arab world at 45 million as of June 2012, up about 100% from June 2011. Other highlights from the Arab Social Media Report, as of June 2012, include: • Average user penetration for Facebook in the Arab world is at 12% of the population, up from 8% the year before • The percentage of female users remains at about 34%, lower than the global average of about 50% • Youth make up about 70% of Facebook users in the region • The top 5 spots in terms of users as a percentage of population are held by UAE, Kuwait, Qatar, Lebanon, and Jordan • Egyptian users constitute about a quarter of all Arab users and the most new users, with 1.6 million new users since January 2012 • Arabic is the fastest growing language in the region, with more new users electing the Arabic interface than the other top two languages, English and French Visit and click on Facebook statistics to get the most up-to-date information.

Using Social Media to Influence Others When considering using Facebook for your online presence, it’s important to get a broad understanding of the popularity of the platform regionally and in your country. This is true even if your target audiences or beneficiaries don’t use Facebook. As Arab Social Media Report authors write about the Tunisian and Egyptian revolutions, “It can also be argued that Facebook was an instrumental tool for a core number of activists who then mobilized wider networks through other platforms or through traditional real-life networks of strong ties.” This applies not just to revolutions and activism, but to all kinds of online engagement, advocacy, and campaigns. The online space is often an indirect means of reaching your target. Finally, while we haven’t found any numbers that tell us how soon a user creates a Facebook account after getting on the Internet, it’s clear that Facebook has become somewhat of a first stop on the Web for Arab users. This enhances the likelihood that it also becomes a first point of interaction between you and the people you’re trying to organize and mobilize.


Facebook Penetration Rates for Arab Countries, as of June 24, 2012. Much like the Internet penetration rate corresponds to the percentage of the total population of a given country or region that uses the Internet, the Facebook penetration rate corresponds to the percentage of the total population of a given country or region that uses Facebook. The table below gives the Facebook penetration rates for the Arab region as of June 24, 2012:

Number of Facebook users

Facebook Penetration Rate, 13 and above, as % of population







































Palestinian Territories



















United Arab Emirates







Saudi Arabia Somalia


Creating Facebook Pages with Impact • Step 1

Beyond Profiles What’s a Facebook Page? Most people begin using Facebook by creating a personal profile. They use their profile to connect with friends, share links and photos, send messages, join groups, and Like pages as themselves, an individual. Facebook also provides users with tools for organizing and expressing themselves collectively, namely with Groups and Pages. Broadly speaking, Groups facilitate the formation of stronger ties among people who already know each other or have something in common, such as an interest or a cause. Pages, on the other hand, act more like magnets, strengthening users’ ties to whatever the Page represents, for example, an organization, a campaign, or a politician. Groups and Pages have many of the same functions, but each also has its own special abilities and attractions. Pages are designed to be shared widely, while Groups are more often meant to facilitate sharing among members of the group. This guide will focus on the strategic use of Pages by civil society to support their organization and/or campaigns. But we realize that some readers may decide they really need the features Groups provide. So before we go into Pages in-depth, we will outline the differences between these two tools.

What’s a Facebook Group? Facebook Groups let users create a public, closed, or secret space for groups to organize online. Closed groups are visible to non-members but membership needs approval by an administrator. Secret groups are invisible and membership is by invitation only. On Groups, members’ posts on the group’s wall are broadcast to all members of the group. Group administrators can choose whether they have to approve members, even for open groups. Permissions can be set so that all members can share links, photos, and videos, and create events and documents.

Facebook Pages let users establish the following types of public online presence or identity: 1. Local business or place 2. Company, organization, or institution 3. Brand or product 4. Artist, band, or public figure 5. Entertainment 6. Cause or community Page administrators are responsible for managing, promoting, and speaking on behalf of the NGO, project, or campaign, etc. They design their Pages to draw “Likes”—a click on the “Like” button—as well as more substantive and sustained interaction from their supporters often referred to as “fans.” Pages are more flexible than groups, in terms of the types of content they can hold and the number of features. They can be used in place of a simple website, integrated with other social media channels. Third-party applications can be added to the “Favorites” section. As of March 31, 2012, estimates put the number of Facebook Pages with 10 or more Likes at about 42 million worldwide1. 1

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FAQ: Can’t I Just Use a Personal Profile for My Organization? Well, not if you want to adhere to Facebook’s terms of service, which require that profiles represent real individuals with real names. Violators of these terms risk losing their profiles and all the friends and data associated with them. Note that you can now convert a personal profile into a Facebook Page by visiting the following link when logged in from the profile page in question: https://www.

Be sure to read both the general terms of service and the Pages terms of service to get a good understanding of what Facebook does and doesn’t allow. You can find them here: and http://www.

Facebook Pages: Some Advantages and Challenges to Consider Advantages


• Easy to set up and maintain; administrators don’t need any special technical skills • Users with Facebook accounts don’t have to create another login/password combination • The Facebook interface is translated into dozens of languages, so you can devote translation and localization resources to content • Facebook Pages have a built-in analytics program, called Insights • Anyone can create a Page • Several types of admin roles let you manage administrator privileges and the kinds of changes they can make and information they can access

• Facebook’s platform can be hard to navigate and its uniform blue theme can keep your Page from standing out • Features change frequently and with little notice • Some applications don’t work with https:// enabled • You must comply with Facebook’s terms of service for both individual users and Pages • You have a lot of other Pages to compete with for attention • Activists need to safeguard their Facebook profiles and login information and to consider carefully their relationship to Pages, which can create targets for both governments and malicious hackers

Creating Facebook Pages with Impact • Step 1

Groups vs. Pages: Which One Will Serve You Best? This table will help you see the difference between Groups and Pages so that you can make an informed decision about which is best for your organization or campaign.



Link to begin a new Group or Page*

Creation Permission

You can’t create a Group if you have no Facebook profile.

You can create a Page if you don’t have a Facebook profile but you will have to create an account.

Facebook’s definition

Groups provide a closed space for small groups of people to communicate about shared interests. Groups can be created by anyone.

Pages allow real organizations, businesses, celebrities, and brands to communicate broadly with people who like them. Pages may only be created and managed by official representatives.

Useful in advocacy and civil society for

Organizing among small to medium-sized groups of people concerned with a common issue or working to realize a common goal. The most useful groups tend to be the ones you create with small groups of people you know.

Establishing an online or Facebook presence for a campaign, NGO, project, or personality and raising awareness about it.


Can be open, closed, or secret; search engines may index posts in open groups. Anyone can see open and closed groups and their members; only members can see secret groups. In secret and closed groups, posts are only visible to group members.

Visible to anyone and indexed by search engines. Page information and posts are public.

Custom URL/Username

You can set a unique URL for a group.

You can customize your Facebook Page web address by selecting a unique username.


Admins are visible to group members and post as themselves.

Page owners can be hidden or visible, depending on your preferences; Page owners can use Facebook as the Page, that is, as an individual uses his or her profile. Page admins can share posts under the Page’s name or their own name depending on their preferences. You can now assign the role of each admin.


Group members must be approved or added by other members or admins. In closed and secret Groups, admins have to approve membership. Admins can remove and ban members. When a group reaches a certain size, some features are limited.

Anyone can “Like” a Page, but admins can set posting permissions and delete inappropriate and irrelevant posts, as well as flag and remove members. There is no limit to how many people can like a Page.

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You can write a description of your group. Your members can see the description, and if your group is open, everyone else can see the description, even if they are not members.

A profile-like informational page with room for lots of detail, including contact numbers, URLs, mission statement, and products. Anyone can see your information even if they are not “fans.”

Wall posts

All posts will appear in the news stream of all members.

Posts can be targeted to members by location and language.

Messages to members’/fans’ email inbox

Not unless you’re already friends.

Page admins can reply to messages sent by their fans to the Page inbox, but they cannot initiate a private message exchange.

Messages from members’/’fans’ email inbox

Members can’t send private messages to the group admin

Members/fans can send a private message to the Page’s inbox

Discussion among members

Discussions take place on the Group wall.

Discussions take place on the Page wall.

Create events

Yes, and you can invite all group members.

Yes, and it will be automatically posted on your Page’s wall. Admins can invite their friends, as they would for a personal event.


Users have access to several built-in applications, such as photos, video, questions, events, docs, and chat, but new apps cannot be added.

Pages come with built-in applications like notes, photos, events, discussions, and questions. Admins can also customize the Page with third-party applications and they will be located in the “Favorites” section. Note that some apps may not be available for Pages.


Yes, but only for groups with fewer than 250 members. All members of a group can interact in a group chat, regardless of whether they are confirmed friends. However, only confirmed friends can contact each other individually in chat.



The “Seen by...” feature lets anyone who can view a group post know who and how many people have seen it.

Admins can monitor engagement with Insights, Facebook’s built-in measurement system.

Help links (These links should be the same in English and Arabic. The language used will depend on your settings.)

English: help/?page=131954106881345

English: help/?page=203955942973503

Arabic: age=131954106881345&hloc=ar_AR

Arabic: age=203955942973503&hloc=ar_AR

Creating Facebook Pages with Impact • Step 1

Examples For inspiration as you’re building your Facebook Page, we have collected examples from around the region that show how organizations or groups can use the platform in different ways to support a specific cause or mission.

Syria 1- Lens Young Homsi Lens Young Homsi is a group of youths from the Homs area in Syria. With their photography skills, they use their Page to publish pictures of what’s happening in their city. They use Facebook to reach out to international and regional media outlets who are interested in buying high-quality images of life in the city. The success of Lens Young Homsi has inspired similar pages in other regions of the country.

Syria 2-Masasit Mati / ‫مصاصة متة‬ Masasit Mati is a black-comedy puppet show that mocks the Syrian regime. The anonymous artists are using Facebook to promote their YouTube channel via a third-party application, so that their videos are easily accessible on both platforms. In addition to helping break down the wall of fear many Syrians had in criticizing the Assad regime, the Facebook/ YouTube combination created enough visibility that the group was able to secure funding for a second season. English subtitles are available.

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Lebanon 3-Take Back Parliament The goals of this Page are two-fold: 1) To promote good governance by publishing smart info graphics to raise awareness about different political issues in Lebanon, and 2) To host a discussion and generate ideas about secularism and socio-economic justice in advance of the 2013 parliamentary elections. The visual posts often get hundreds of shares and have engaged Lebanese around the globe.

Lebanon 4-Mamnou3 The Lebanese web series Mamnou3 (meaning forbidden in Arabic), is a funny fictional account of the day-to-day inner workings of the country’s censorship bureau. Aware that the Facebook penetration among Lebanese Internet users is more than 100 percent, the series’ producers, the Samir Kassir Foundation, used a Facebook Page to increase views of the YouTube-hosted mockumentary. In 10 weeks, the series gathered 39,000 views on YouTube and nearly 1,200 Likes on Facebook.

Iraq 5-Iraqi Network for Social Media This Page was established to bring together the growing group of social media enthusiasts and bloggers in Iraq. In addition to providing a place for technical advice and way for the distributed Iraqi digerati to exchange experiences, the Page, which is updated several times a day, also alerts fans about Internet-related legal issues and has helped build bridges between Iraqi bloggers and those in other Arab countries.

Creating Facebook Pages with Impact • Step 1

Egypt 6-HarassMap The HarassMap project uses a map-based website to document sexual harassment in Egypt. To supplement the map, the group uses a Facebook Page to extend their network into different regions in the country and to lobby and raise awareness about the issue. Admins and fans also share new ideas and next steps to reduce sexual harassment around Egypt on the Page.

Jordan 7-I Know How to Protect Myself, It’s Not the Government’s Job to Censor the Net (translated from Arabic) This Page was created to lobby against Internet censorship in Jordan, and to push for a more open Internet. With more than 13,000 Likes, the Page is helping arm people with sound arguments for why the Internet shouldn’t be blocked, even in cases of pornography, a recent hot topic. This Page was also one of the main hubs of Jordan’s Blackout day, on August 29, 2012, when hundreds of web sites went black to protest censorship in the country. Most of the updates and discussions are in Arabic.

Bahrain 8-Occupy Bahrain To fill the void of reporting on protests and human rights violations from Bahrain, Occupy Bahrain has set up a Facebook Page to publish English updates about what’s happening on the streets. The aim of the community page is to feed the international community and media with news about the civil movement inside the country and to offer a different perspective from the state media.


Creating Facebook Pages with Impact • Step 2


Lay Your Foundation So you know you want a Facebook Page for your organization or new campaign. Even before you’ve set goals, created a content strategy, or established your metrics, you should reserve your Page and customize your Facebook web address so that it’s consistent with your brand or message.

Here’s how: 1. Login to Facebook and go to pages/create.php. 2. Choose the type of Page you prefer. Remember you can choose from: a. Local business or place b. Company, organization or institution c. Brand or product d. Artist, band, or public figure e. Entertainment f. Cause or community Most NGOs choose Company, Organization or Institution or Cause or Community. For the former, you’ll be asked to select an appropriate category and add your company name. For the latter, you’ll simply type in the cause or community name. For both, you’ll need to check the box agreeing to the Facebook Pages terms of service. The click Get Started. Note: you can create a Page without a personal profile (see box, page 20), but you will still need to create an account on Facebook and, without a personal profile, you will have a reduced number of options for managing your Page.

3. After clicking Get Started, you will be taken to a three-step set-up wizard. First step, upload a profile picture for the Page. Most organizations use a recognizable version of their logo. You can upload it from the computer or import it from a website. You can skip this step; however, it is recommended to have a profile picture for your Page, because this is the first thing your audience will see while searching. 4. Step 2 is to write a brief description of your organization and to insert related links, such as your website URL or your Twitter handle. 5. Finally, in Step 3, you can edit your Facebook web address so that it’s readable and easy for fans to remember.

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6. Once you are done, Facebook takes you to your Page asking you to “Like” it, invite your friends and email contacts, and to post a status update. Unless you’re ready for your Page to be public, skip all of these. 7. To hide your Page from the public while you prepare it and populate it with content, go to Edit Page at the top right of the screen and choose Manage Permissions. Check the box next to Page Visibility to unpublish the Page.

Congratulations, your Facebook Page is reserved. Now, it’s time to choose your Page’s management team in Step 3.

Creating Facebook Pages with Impact • Step 2

CREATING A PAGE WITHOUT A PROFILE You can create a Facebook Page without having a personal profile, but you will have to create a limited account with an email address and a password. You will be able to view the Pages you’ve created, but you won’t be able to send or receive friend requests, invite friends, or view the profiles of users on the site or other content on the site. 1. To create a Facebook Page without a personal profile, follow steps 1 and 2 for creating a Facebook Page with a profile. 2. After clicking Get Started, you’ll be taken to a screen to Create a Facebook Account. 3. Choose “I do not have a Facebook account” and enter the requested information. 4. Then check your email to confirm your account. Note: You can deactivate your account but you cannot delete it.


Creating Facebook Pages with Impact • Step 3


Assemble Your Team You can assign multiple administrators, known as admins, to your Facebook Page. Each admin must be assigned a specific role, which determines what he or she can do on the Page. In all cases, admins will also be acting on behalf of the organization, group, or campaign the Page represents. So, it’s important to be choosy when delegating responsibilities for your Page. A good admin: • Is aligned with the NGO’s or initiative’s goals • Understands the difference between speaking as an individual or as the group or organization. • Is aware of the overall communications plan, and • Keeps proprietary information within the organization. You can assign admins and their roles by going to Edit Page, Admin Roles. The roles permit admins to do the following: • The manager can manage admin roles, send messages and create posts as the Page; create ads; and view insights. The manager is also the only role that can manage Page permissions (see box). • The content creator can edit the Page, send messages and create posts as the Page, create ads, and view insights. • The moderator can respond to and delete comments on the Page, send messages as the Page, create ads, and view insights. • The advertiser can create ads and view insights. • The insights analyst can view insights.

Depending on the role, typical administrator responsibilities include: • Communicating with target audiences according to the guidelines of the overall communication plan • Keeping the Page updated with relevant news, research and reports, announcements, events, photos, questions, etc. • Encouraging interaction on the Page and growing the community by asking questions, seeking input, offering support, commenting and liking posts • Listening closely to members’ concerns, answering questions in a timely manner, and staying composed and constructive when criticized or corrected • Crafting and enforcing community guidelines and moderation policies, in line with both the communications plan and the expectations of users • Promoting the Page with and without paid advertising • Tracking interaction with the Page through Insights and notifications, and making adjustments to the content and engagement strategies when necessary

By default, the Page creator will be an admin and all admins will be managers until you change their roles individually. Here’s how to assign other admins to your page: 1. Go to Edit Page

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2. Select Admin Roles 3. Type the name or email address of the person you wish to add 4. Choose the role from the drop-down list 5. Click on Add Another Admin to add another person

Limit the number of admins at the manager level. If there is an internal conflict between Page managers, Facebook will not intervene to restore access to removed admins. Similarly, if a manager account is hacked, the Page can be taken over. Managers should follow Facebook’s security tips to stay secure: https:// 6. When you’re finished, click the Save button 7. The next time your admins login to Facebook, your Page will appear under the Pages link on their profile and they will have full access to manage your Page

Note: Managers can also remove admins from this Page. To remove admins, click on the X to the right of the name. Facebook will ask you to confirm your password to complete the action.

Add Pages to your Favorites on your Home page so you can reach them quickly by clicking on the down arrow below the cover image to the right of the Like button. You can also see all the Pages you manage by visiting this link: Click on the edit pencil to the left of the name to add or remove a Page from favorites on your Home page.

Creating Facebook Pages with Impact • Step 3

MANAGE PAGE PERMISSIONS Only admins with the role of Manager can manage Page permissions. Permissions determine who can see the Page, what is visible, and what users can post. Specifically, you can manage: • Page Visibility Where you publish and unpublish your Page • Country Restrictions Lets you decide in which countries your Page is visible. Enter a country name and choose whether it’s only visible in this country or if you want to hide your Page from this country. If no countries are listed, your Page will be visible from all countries. Note that Facebook also says, “You understand that you are responsible for setting the proper country restrictions to ensure that the content of your Page is appropriate for the country or countries where you allow it to be visible.” • Age Restrictions Lets you set an age limit, or specify that your Page contains alcohol-related content • Posting Ability Sets what kinds of posts users can make, either status updates or adding photos and videos • Post Visibility Shows the box for “Recent Posts by Others” on the top of your page • Tagging Ability Determines if people can tag photos posted by you • Messages Shows the “Message” button on the Page, letting fans send a message directly • Moderation Blocklist When users include blocklist terms in a post or comment, their posts will automatically be marked as spam • Profanity Blocklist Facebook will block the most commonly reported words and phrases marked as offensive by the broader community. You can set this to None, Medium, or Strong. • Delete Page You can also delete the Page from this screen, but be careful, once the Page is deleted you cannot retrieve it.

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FEATURED PAGE OWNERS By default, Page administrators are not visible to Page fans. If you prefer to let your fans know who the administrators of your Page are, you can. Simply click Edit Page, Manage Permissions, and then on Featured in the left-hand menu. Click on Add Featured Page Owners.

A new screen will appear that will let you check to make visible any current administrators. Making your Page owners visible can help increase interaction with your Page.

Creating Facebook Pages with Impact • Step 3

Other Notes for Admins • Admins can choose whether to receive email notifications by going to Your Settings • Admins can use Facebook as a Page to interact with other pages. Click on “Use Facebook as...” at the bottom of the Edit Page menu. • Admins can elect to interact with a Page through their personal profile. Just click on Voice between your name and Home in the top menu bar. A light-blue bar will appear that lets you “Change to [your name]. Click that link. Do the same to go back to interacting as the Page. Browse other frequently asked questions about general Facebook Page administration here:

• There is no limit to the number of Pages an admin can manage, and a Page can have as many admins as needed. • As an admin, you can reply to messages sent by individual fans to your Page, but you cannot initiate an exchange. • Admins of a Page with fewer than 5,000 fans can invite their friends to connect with their Page via their friend list. This is a great way to build momentum, but be careful not to spam your friends by inviting them to a Page that’s not relevant to their interests.


Creating Facebook Pages with Impact • Step 4


Pinpoint Your Destination & Identify Who Can Help You Get There Now that you’ve identified your admins and roles, it’s time to work on the initial strategy for your Facebook Page. Developing a strategy is like drawing a map from where you are going to your destination and thinking about all the things you’ll need and people you’ll meet along the way. Developing a strategy will help you: • Clarify your goals and objectives • Identify your allies and potential supporters • Craft your messages and decide what content to produce • Develop an action plan • Measure your progress There’s no one right way to develop a strategy. Keep in mind that it’s an iterative process and the plan you produce will be a living document, subject to change as you receive new information and make adjustments to resources. Each step you take affects not only the steps after it, but also may change how you look at decisions made before. The important thing is to get started and not worry about creating the perfect strategy. There is no sure thing.

Integrating Social Media Strategy into Your Other Plans Social media can’t stand alone. Before developing your Facebook Pages strategy, consider where it will fit with other aspects of your organizational, campaign, and communication strategies. With this in mind, we recommend having some of your key documents nearby as you begin formulating your plan. They might include: • Your organization or campaign’s mission and vision statement • Your communications plan • A fact sheet about your campaign or event • Project narrative • Logos and other visuals • Existing online account usernames and passwords, if you have any, so you can quickly audit what you’ve been doing

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Q: Do we have the right attitude for making the most of Facebook?

Key Questions to Ask Every strategy is unique. And so is the path to developing it. There’s no one right way to develop a strategy. But it’s likely that every strategy will encompass many of the same elements, including a vision, goals and objectives, targets and allies, messages and content, and a monitoring and evaluation plan. With that in mind, we’re sharing the questions we ask ourselves when preparing a social media or a Facebook Pages strategy. These questions come from experience and from the advice of many other social media strategists. Everyone has a slightly different approach or uses different terms. Remember, nothing is set in stone. Take what you like and leave the rest. What’s important are the results—and the relationships you build along the way. Q: Why do we need a Facebook Page? Are our constituents and allies using Facebook? If so, how many, how often, and in what ways? Check to check overall Facebook penetration rates for your country. Compare them with Internet penetration rates. When Facebook penetration and Internet penetration are comparable, you definitely want to consider Facebook as an online channel.

When we use social media effectively, we’re inviting people to have a conversation. This means we need to listen to what they say, even if we disagree or even when it’s hard to hear. If you answer yes to the following questions, chances are you have the right attitude for making the most of social media. • Do you enjoy interacting with others online, by posting comments, tagging photos, and producing other types of content? • Can you handle criticism and negative comments? • Will you encourage fans to contribute to the content on your Page? • Are you willing to try several different approaches to engagement until you find a few that work well for you? • Can you moderate conflicts? • Are you willing to troubleshoot technical problems? • Can you spend a couple of hours a day maintaining your Page? • Will you keep trying even if you don’t get instant results? Q. What is the goal(s) for our Page? How will it help us make progress toward realizing our organizational or campaign goals? Think about what you want to achieve with your Page. Keep in mind, simply getting 5,000 Likes is not a goal, at least not a meaningful one. Rather, you want to identify goals that will support your overall mission and vision or campaign. Page goals might include some of the following: • Increasing your constituent base • Finding new allies or supporters • Raising awareness about your organization, issue, or campaign • Educating supporters • Persuading passive allies or neutral by-standers into becoming active supporters • Establishing credibility on an issue or subject • Recruiting volunteers • Generating and collecting donations • Improving internal communication and coordination among teams • Delivering news and information

Creating Facebook Pages with Impact • Step 4


Write one or more SMART goals for your Page. Make sure you write your goals so that they are SMARTspecific, measurable, actionable, relevant, and timebound. If you know exactly who you’re trying to reach, include them in the goal. For example, if your goal is to establish your group’s credibility as the source for information about freedom of online expression, your SMART goal might read: SAMPLE GOAL To build and maintain an English-language Facebook Page that aggregates violations of freedom of online expression in Lebanon, Jordan, Syria, and Palestine and becomes a top-10 source for respected regional and international news outlets and media development organizations in six months. 1. Is it specific? Yes, you know what you will do and what exactly it will be about and what countries it will cover and in what language. 2. Is it measurable? Yes, you can create a list of all the media organizations you’re targeting and connect with them to tell them about your Page. Then, you can follow up with a survey to learn whether they mention your Page in their top-three resources on the topic. 3. Is it actionable? You will have to decide if you have the skills and resources to implement the Page. Also consider what effect the legal environment might have on your activities. 4. Is it relevant? Review your goal in light of your organization’s mission and campaigns. Is it aligned? 5. Is it time-bound? Yes. You’re anticipating that you can reach your goal in six months.

Once your team has agreed on the common goal, you will need to break it down into smaller steps or sub-goals. Many people call these objectives. Objectives for this goal might include: 1. Choosing a name and URL for the Page 2. Researching regional and international media organizations who have a record of covering freedom of online expression 3. Inviting violations monitors to become admins of the Page 4. Developing community guidelines for the Page, 5. Etc... Objectives, in turn, consist of even smaller steps. It’s up to you to decide how much detail you need. Eventually, you’ll want to transfer your goals and objectives to an action plan, where you can assign who is responsible for executing the steps and deadlines. Remember goals answer the question, What do you want to achieve? Objectives answer the question, How will you achieve it?

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Q: Who already supports you? Who else do you want engaged? What groups do they belong to? Where do they hang out? Remember, social media is a conversation. You need to know who your supporters are and what interests and motivates them, so that you can relate to their way of thinking. Even when they both support your cause, you’re going to speak differently to a law student who loves animals than to a hunter who loves the law. If your goals are SMART, they will likely mention the precise audiences, allies, or supporters you’re trying to reach with your social media strategy. Returning to our SMART goal above, our primary audience is regional and international news outlets. We’re engaging violations monitors as content producers, and we may want to attract more of them, so they also become an audience we want to engage and reward. There are likely many others who want to follow our Page, some we know and some we don’t know, so as we manage the Page, we want to track who we’re attracting, paying close attention to those new supporters we didn’t expect.

Creating Facebook Pages with Impact • Step 4

ACTIVITY: Name the audiences, supporters, allies, and others you want to reach through your Page. Then, use the chart like the one below to brainstorm more about them, their motivation for Liking your Page, and how to engage them on a ongoing basis.



Ex. News editors

Very busy, always on deadline

Motivation For Liking Your Page It will save them time putting this hard-to-find information in one place in English

Engagement Ideas Provide accurate news first, help with links to original stories, references, story ideas, and other ideas as suggested or needed

Nurturing Audiences: Connect. Engage. Ask. Reward. In social media, as opposed to broadcast media, you’re trying to reach several distinct groups of supporters through the same channel with a variety of targeted messages.. It is your job as the campaign communicator to recognize this and make sure your Facebook Page is as much about your supporters as it is about your cause. To do this, you need to do the following for each audience: • Connect with them - by making your Facebook Page an attractive, friendly, and appropriate place for your supporters to engage on the issue • Engage them - by understanding what motivates your supporters’ participation in your campaign and addressing those motives through various types of interaction/content • Ask for action - by providing clear instructions for how each audience can help advance your cause, both online and offline • Reward them - by answering promptly, saying thank you, and reporting back on progress to your loyal followers


Creating Facebook Pages with Impact • Step 5

Posting just any content won’t help your cause. You need to post content that has the following characteristics:


Plan and Produce Your Content The success of your Page depends on the quality of your content and whether it resonates with the people you’re trying to reach. Kristina Halvorson, author of Content Strategy for the Web, puts it like this: Generally speaking, your web content should do one or both of the following: • Supports a key business objective. • Supports a user (or customer) in completing a task. In terms of building advocacy campaigns or increasing civic participation, you could say that your Facebook Pages content should do one or both of the following: • Support a key organizational or campaign goal. • Supports a fan’s active participation in your campaign. On Facebook, content generally refers to text, photos, videos, and questions. You also create content when interacting with fans. Every time you write a status update or share a link or comment on a post, you’re producing a new piece of content that ought to support your goals.

• Relevance It supports your organizational and/or campaign goals, as well as the key messages you have developed for each audience. Speak directly to your constituents, appealing to their individual motivations for supporting your organization or campaign. Posting unrelated information will dilute your message, diminish your standing as a leader of the cause, and will distract your supporters, who will quickly lose interest and migrate elsewhere. • Production Value The best content is visually attractive to your particular audience, communicates clearly through symbols and ideas that your supporters understand, is free from spelling and grammatical mistakes, is culturally aware, and doesn’t take a long time to download. • Tone Successful content uses an appropriate tone for your topic and doesn’t contradict your supporters’ image of your organization or campaign. Use a conversational tone, as if you’re speaking one-to-one with a friend or acquaintance at a social gathering, a protest, or public event. When you’re responding to criticism, your tone ought to be conciliatory and constructive. In the case of fans who use abusive language or who post spam, you should have a clear policy for deleting posts and blocking users. Avoid showing anger or disrespect. This will only discredit you with supporters you want to keep. • Timing Coordinate your content production and publishing schedule with other organizational and campaign benchmarks, such as a press conference or a protest. Give yourself enough lead time to build your fan base, to raise awareness about the information posted, and to build momentum toward action. Don’t expect overnight results. Leveraging social media successfully is a long-term commitment. Develop a posting schedule. Let your fans know what it is and when they can expect a reply.

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How much time is needed to manage my Facebook Page? “The average organization we surveyed spent about two-and-a-half hours a week managing its Facebook site (though a few spent considerably more). This includes posting updates, answering questions, and doing additional outreach. Those who had seen substantial success with Facebook accounts...averaged three and a half hours per week...” The Nonprofit Social Media Decision Guide, Idealware, October 2011

Planning Content

Posting Content

Spend some time reviewing your content and planning for content production for your Page. New groups and organizations should focus on producing the essentials, while more mature organizations will want to refine and customize their materials in the context of current initiatives. Below are three basic steps that all organizations should take to produce the best, most relevant content for your Page:

Content on a Facebook Page comes in a variety of shapes and sizes, including status updates to your timeline, photos, videos, and basic information about your organization. You can also add built-in and third-party applications, which allow you to bring in content from other sites. Below, we cover the most common types of content and useful apps for your Facebook Page.

1. Audit Gather all existing content related to your organization or campaign, logos, brochures, stickers, one-pagers, press releases, videos, website URLs, Twitter handles, etc. 2. Inventory List the content that you have in a spreadsheet, noting when it was produced, whether it’s specifically related to your campaign, who it’s targeting, whether it needs to be updated or corrected, and any other relevant details, along with URLs or filenames. 3. Analyze Review your strategic goals and audiences and ask yourself, do you have the content you need? What can you adapt? Does it communicate your message? Do you have content that will speak to each of your audiences? Does it reinforce the image and values of your organization or campaign? Make adjustments where necessary.

What is a third-party app? Third-party applications work with Facebook but are created by other companies. These “apps” link your Facebook Page to your other accounts and content on the Web using something called an API, or application programming interface. Think of an API as a puzzle piece that connects other puzzle pieces together to help create the big picture. (Read more about third-party apps in Step 7.)

Creating Facebook Pages with Impact • Step 5

Static Content When it comes time to post content on your Page, the first thing you want to do is complete the static content sections. Static content is content that doesn’t change often, like the description of your organization, your campaign goals, your contact information, and your profile picture.

Start with Your Basic Info Go to Admin Panel, Edit Page, Update Info. Here you can edit all the essential information about your organization or campaign. The fields available depend on the type of Page you created. When filling out these fields, be consistent with language used in your other publications and websites. Unlike the other information, the About entry is limited to a maximum of 155 characters. It will be displayed on the lefthand side of the homepage, just below your profile picture.

Craft your About statement carefully using relevant keywords so that visitors will know who you are without clicking on the About icon to view your Mission, Company Overview, and Basic Info. This will also help search engines index your Page.

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Cover Photo With Facebook’s new Timeline feature, you can now add a cover photo to your Page. It is the larger photo at the top of your Page that is as unique as your profile picture but can be changed more frequently. Your cover photo should be in JPG format, 850 pixels wide and 315 pixels high and less than 100 kilobytes.

The cover photo is an attractive photo that reflects your page’s identity in an impressive visual way. However, Facebook does not allow you to share a cover photo that has text and information about prices, promotions, contact details, call to action such as “Download now” or “Get it now,” or any form of invitation to add fans to your Page.

Profile Picture You can upload a profile picture by hovering over your current profile picture and clicking on Edit Profile Picture. You can choose from current pictures in your albums or upload a new one. The profile picture is the image that represents your Page elsewhere on Facebook, so use a logo or a recognizable image. The image should be 180 pixels square.

Creating Facebook Pages with Impact • Step 5

Dynamic Content: Updates Dynamic content is content that’s created or served through user interaction with a Web browser. On Facebook, admins and fans (if permitted, see box) can create dynamic content via built-in applications like the Timeline, Photos, Events, Questions, and Milestones. Below, we take you through the main types of content and offer suggestions about how to use them. Links Links are great social objects. That is, people like to pass them around and talk about them. To post a link on a Page, copy the link from where you found it and paste it in the status box. A preview of the link will appear. Click Okay to share it with your fans.

TIP: Make sure your image will be recognizable as a small icon next to your updates and comments by adjusting the crop. You can adjust your thumbnail version of your profile picture by clicking on Edit Profile Picture, Edit Thumbnail.

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Photos & Videos Attractive, interesting photos and videos will generate lots of interaction for your Page and your campaigns. You can even ask your fans to upload photos and videos relevant to your cause as a way to crowdsource documentation of events, protests, actions, and violations. To add photos and videos, click on Photo/Video in the Status section. You can upload a photo or video from your computer or use a webcam to capture a clip. You can also create a photo album here. Events The events application lets you announce gatherings, open houses, demonstrations, meetings, fundraisers, and other initiatives. You can also brand your event with an image. Every event has a direct link that you can promote on other platforms, and event creators can send invitations directly to their friends. Once you create an event, it will automatically be posted to your Activity box, where your fans can also like, share, comment, and RSVP. To create an event from your Page, click on Event, Milestone + from the Status section and select Event.

To call attention to key moments for your campaign or organization, use Milestones. You can add a location, date, story, and photo to mark the achievement, making it more visible. Milestones are automatically highlighted on your Page. To add a Milestone, click on the plus (+) sign that appears when you hover over the middle of the Page or on Event, Milestone + in the status box and then select Milestone. Questions Polls are a great way to engage with your audience, ask for their feedback, or create mini-contests. The Question application lets you ask questions and gives you Poll options to make them multiple-choice. You can create the questions and the answers, and/or you can let fans add answers of their own. One word of advice: Make sure the questions you’re asking are on topic. Notes With the Notes application, you can import your blog or another RSS feed to your Facebook Page. Or you can use Notes as a very simple blogging platform on Facebook. Links will automatically become active URLs. You can upload a photo or add one from an existing album, add a caption, and choose a type of layout. Don’t forget to click Save. Once your note is published, fans can leave comments as they do with wall posts and other items.

Creating Facebook Pages with Impact • Step 5

Can Fans Post to My Page? Yes, you can let fans post updates, add photos or videos, or tag photos on your Page. It’s generally a good idea to let fans interact with your Page in as many ways as possible as long as you have clear guidelines for what’s acceptable and a policy for dealing with abusers (see Step 6). To enable this setting, Go to Edit Page, Manage Permissions. You can edit the date or remove a post from the wall. By hovering the mouse over the top right of the post and clicking on the pencil symbol you’ll see several options, including: • Pin to top • Change date • Hide from page • Delete • Report/Mark as spam Note that you can also highlight a post (make it span two columns of the timeline) by clicking on the star symbol. For more information go to help/pages/new-design Adding or Removing an Application from Favorites: Photos, Events, Notes, Links, Video, and Questions To get an application tab added to your Favorites on your Page, click on the arrow sign that appears on the right side of your Page next to the first four Apps. You can also remove, rename, swap position, and uninstall any of the built-in and third-party applications by clicking on the pencil symbol and on the drop down menu to the right of each application. Only the Photos and the Likes tabs cannot be removed from Favorites. The LIkes tab can swap position with other apps. How Often Should You Post? This is the rule: Post often enough to keep your Page active, while leaving enough time between posts for your fans to Like, share, and comment on them. For most organizations, this translates to two or three posts a day or several posts a week. For fast-moving campaigns, though, it could be considerably more. And remember, off-topic posts can be worse than not posting at all!


Creating Facebook Pages with Impact • Step 6


Develop Interaction Guidelines As your Facebook Page grows and your user base becomes more diverse, you should expect that not everyone will stay on-topic or have nice things to say. Page admins should be prepared to moderate comments and posts and keep the conversation on track to avoid losing fans - or worse, your credibility. Two best practices are: 1. To develop and make public guidelines for interaction before you publish your Page 2. To look at every off-topic and/or critical post as an opportunity to model your values and re-state your message.

Interaction guidelines Guidelines should define the topic and tone of the Page. Let users know what kind of content they can post (see Managing posting permissions, below) and set parameters for when a warning might be issued, when a post might be deleted, or when a user will be banned. This helps establish the administrator’s authority in case a user abuses his or her posting privileges. Guidelines also give the admin a consistent and transparent policy to apply when handling the situation. You don’t want your Page - or more important your position on an issue to lose credibility because deleting posts or banning fans appears to be the result of arbitrary decisions or favoritism. Fans should be able to find the guidelines easily on the Page, perhaps in the “About” or the “Info” section. Managing posting permissions Most Page admins want their fans to post comments, photos, and videos and add tags to their pictures, but you can also restrict what your fans can post by going to the Admin Panel, Edit Page, Manage Permissions, and unticking some or all of the boxes next to Posting Ability.

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Creating Facebook Pages with Impact • Step 6

Turning difficult situations into opportunities Even with established interaction guidelines, Page owners may have to deal with criticism and/or abusive users. The main rule of thumb is to stay calm and to try to turn the confrontation into an opportunity to 1) model your organisation’s or campaign’s values and 2) to re-state your key messages. Remember, the person you’re engaging isn’t the only one listening. Here are some tactics for dealing with difficult comments. • If someone leaves a negative comment or criticism, acknowledge it. As long as it is constructive, you may even thank them for taking the time to share their thoughts. Provide additional information or an alternative solution, if you think it will help clarify a misunderstanding. Apologize if you got something wrong and correct your error as soon as possible. • If the poster simply disagrees with your point of view, acknowledge their opinion. Again, you may thank them for helping you look at things in a different light. But then, you can re-state your own views. Offer more reasoning and new facts. Keep your language light and polite. • If you observe two or more users on your Page engaging in dialogue or debate, be pleased. This is what most community managers strive for. Add information if it’s useful, but take a neutral stance and let your fans adopt the conversation. Do keep an eye on the dialogue, however, to make sure it doesn’t compromise the tone you want for your Page. Again, remember that other fans are watching and if they feel uncomfortable, they may want to leave. Of course, some Pages are established to provide a platform for discussing uncomfortable issues. The key is to set the expectations for your fans and to do your best to meet them. • If a fan is posting irrelevant or inappropriate content to your Page, you can choose to delete the post or to comment on it, reminding the poster about the posting guidelines and asking him or her to refrain from going off-topic. If they continue, then let them know the consequences and enforce them. • Deal quickly with users who engage in hate speech or incite violence on your page. Take a snapshot of the content before deleting it, in case you need to prove the offense. Such users may not only be violating your Page guidelines but also Facebook’s terms of service or the law. If the problem persists, unhappy fans will unlike your Page and opponents may report the Page to Facebook and ask them to take it down.

Threats While developing guidelines and turning difficult situations into an opportunity for more engagement will work with many types of criticism, Page admins need to take threats very seriously. If your Page draws threats from your opponents, document the threat by taking a screenshot. Then, discuss with your core team about whether the threats are credible and whether to delete these posts or let them stand. If they’re deemed credible, report the abuse to Facebook. Note that deleting posts can demotivate your opponents but it can also anger them and spur them to take more action. Removing posts also may create a false sense of security for your Page fans. Periodically, re-assess the security of your Page and the profiles of those who are administering it. If you’re worried about connecting your Facebook profile to your Facebook Page, see Step 3 and consider creating an admin-only profile that’s not connected to your personal account. While no account or Page is ever 100 percent secure, you should always take precautions to protect yourself and your fans. To learn more, check out’s guide, Organizing Securely on Facebook, available in English and Arabic.


Creating Facebook Pages with Impact • Step 7


Publish & Promote Your Page After you’ve defined your strategy, planned your content, and developed interaction guidelines, you’re ready to publish your Page and reach out to your target groups.

Publish Your Page Publish your Page by going to Edit Page, Manage Permissions. Uncheck the box next to Page Visibility. Promote Your Page Once your Page is live, start asking for Likes. Getting Likes is the first step in generating interaction with your Page, an admin’s most important role. Start with your family and friends, board members, and allied organizations. It’s helpful to think about why a fan might Like your page:

• To show support for your campaign, organization, or issue • To get new information first • To learn how to get involved in your campaign • To network with others who share your interests • To feel that they are part of making change Whenever someone Likes a post on your Page, a story will appear in their News Feed for their friends to see. This drives awareness about your Page to an even wider spiral of contacts.

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To maintain your Page on an ongoing basis, follow the Recruit, Engage, Call to Action cycle: 1 Recruit: As mentioned above, first focus on who you know. Tell your friends, family, and core supporters about the Page via the channels you share. Your core supporters include people who already know your organization, cause or campaign, including volunteers, staff members, and collaborators. Facebook helps you do this with the Build Audience menu at the top of the Admin Panel, where you can invite email contacts, Facebook friends and lists of Friends, and share your Page on your timeline. After you’ve recruited your core group to the Page, develop a strategy for recruiting friends of your fans or even people you don’t know. One way to do this is to simply ask your fans to share your Page with their friends. If you have a budget and can make purchases online, consider creating a Facebook ad to promote the page (go to Build Audience, Create an Ad). You also have the option to promote a specific post directly from the status box. Visit for more information. If you’re in a hurry, you may begin with advertising, but we recommend building your fan base through existing connections before turning to advertising. Ads can be costly both in terms of money and the time it takes to monitor your results.

Recruiting Volunteers? You Probably Need a Facebook Page In October 2011, Idealware’s Nonprofit Social Media Decision Guide reported that 38 percent of 271 users surveyed “would definitely or probably look for a Facebook page for an organization with which they were considering volunteering. This climbs to 43 percent for respondents who said they use Facebook daily.” Finally, 12 percent said that “they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page.”

Creating Facebook Pages with Impact • Step 7

2 Engage: Once you’ve gathered a critical mass, generate interaction by posting content that people will want to share, like links, events, photos, videos, questions, etc. Reply to comments and answer questions as quickly as you can. Remember, keep your content relevant to your mission and goals. (For more information about creating content, refer to Step 5.) 3 Call to Action: When you’re ready, incorporate calls to action in your content. Provide a range of ways for your fans to get involved in helping you achieve your goals, either online or offline. Some calls to action might include: • Sign up for our email newsletter • Join our sit-in (and link to the event) • Sign a petition • Vote! • Display our badge or avatar

As an admin, you should devote some time to all three steps - recruit, engage, call to action - every day. Please check Admin Roles in Step 3.

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Tactics for Managing Your Page Status updates The simplest way to initiate engagement on your Page is with a status update, also known as a wall post. Type anything you like in the box. Hyperlinks entered into the box will automatically become active. Add variety to your status updates by posting photos, videos, and provocative questions. You can even record a video status update directly from your computer if you have a webcam!

Remember, you can target your Page updates by location and language. Click on Public at the bottom of the status box.

Frequency and timing of your updates Generally speaking, you should let some time pass between each of your updates to give your fans a chance to interact with them. Too many updates posted too fast can feel like spam to a fan. Organization Pages ought to be updated at least once a day and will probably create more engagement if they’re updated two to three times a day. If you’re working on a fast-moving campaign with loyal followers who depend on you for news, however, you’ll want to post important updates as your actions happen.

For example, a 2010 study of user interaction with brand streams showed that peak Facebook usage occurred at 11 a.m., 3 p.m., and 8 p.m., but the posts that generated the most interaction were posted in the morning. If your fans are in North America and Egypt, you will want to time your posts to coincide with peak daily Internet use times in both regions, keeping in mind that work days vary from place to place. Try Googling [peak times Facebook usage] with the name of the target country to learn about usage trends.

Also, think about who you’re talking to and when they’re most likely to be on Facebook in the countries you’re targeting. Try to find out when posts get the best interaction.

By connecting an application like Hootsuite (, a web-based application) or Tweetdeck (, a desktop application) to your Facebook Page, you can schedule updates in advance to be posted automatically. However, some research shows that scheduled posts don’t generate as much engagement as real-time ones, and posts via Hootsuite do not have a “Share” option.

Surprise other Pages and mention them in your updates by typing @ + the page name somewhere in your message. For example, “We really like what @witness is doing to help activists use video for human rights advocacy.” This will call their attention to your support and they may reciprocate.

Creating Facebook Pages with Impact • Step 7

Interacting with other Pages Interacting as a Page is a good way to introduce your Page to admins of other Pages and expand your network. Just be sure to interact with Pages whose missions and goals are complementary or aligned with your own. Finally, don’t forget to go back to using Facebook as yourself (the link is in the same place) for personal posts. You can interact with Pages in a few ways: 1. You can use Facebook as your Page to do all the things you can do as a profile. To do this, go to Edit Page, and Use Facebook as [Your Page Name]. 2. While using Facebook as a Page, you can also Like other Pages. Then, go to Edit Page, Featured, to edit which Pages will appear in your Like box on the right-hand side of your Page timeline. 3. When composing status updates that refer to other Pages, mention them by typing the @ symbol before their name. 4. You can also create an Interest List (next to the Like button, click on the gear icon with the down arrow and select Add to Interest Lists). You can use this function to create topical lists and add Pages and/or People to them, creating a personalized newsstream.

If you happen to know the admins of a friendly Page, ask for a Like exchange. Let them know that if they add your Page to their rotation of five Featured Likes, you will do the same for them. This is a common way that friendly Pages engage each other for cross-promotion and network building. To edit your Featured Likes, go to Edit Page, Featured.

Connecting your Facebook Page to other social media channels and your website Facebook lets you extend your Facebook Page to other parts of your web presence via badges and social plug-ins. Badges Badges ( are like digital stickers that you put on your website. When clicked, they lead fans back to your Facebook Page. They can be customized to contain any combination of your Page’s name, most recent status, logo, and fans. Social Plug-Ins Social plug-ins, says Facebook, “let you see what your friends have liked, or commented on or shared on sites across the web.” These are the small programs that allow you to share webpages back to your Facebook profile, among other actions. One of the most common and easiest to use social plug-ins is the Like Box ( reference/plugins/like-box/). When you enter the URL of your Facebook Page, code is generated that you can copy and embed in your webpage. You can also change the height, width, and color scheme of the box. These kinds of cross-promotion between your website and Facebook Page make it easy for visitors to like your Page and help you build your base more quickly. And don’t forget to crosspost your Facebook Page URL to other social media sites, like Twitter or LinkedIn, by adding it to your About or profile information.

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Tactics for converting engagement to action Engaging your constituents on Facebook is often a first step to getting them active elsewhere on the web or offline. Look for ways to lead your supporters to take action beyond your Facebook Page. Link to an online petition Use Links or a custom tab to promote an online petition for your issue. Make badges and avatars available Use Photos to make your badges and avatars available for others to save and post to their profiles and webpages. Host an event Hosting events is a great way to recruit volunteers, to bring online discussions offline, and to connect many organizations and small networks together. Events can help you promote your Page too. You can create an event from the status box. And you can see all past and present events by clicking on the Events tab under the cover photo. From the Events page, you can Share your event. Page Admins can invite friends to the event as well. Run a contest Engage your fans by asking for their comments or suggestions and rewarding them for it with something you can offer, such as free Facebook Page training. Or, let your fans know that you’re trying to reach a certain goal and offer a reward for the community when you reach it. Crowdsourcing photos or videos Ask fans to upload videos or photos with their version of your campaign message. Add to Favorites (Create a custom tab to) Email Newsletter Subscription Application for your fans Let your most enthusiastic fans develop closer ties with your campaign by asking them to sign up for your email newsletter or add their contact info to your contact database via a custom application in your Favorites section.

Linking Online with Offline: Don’t forget the URL! The easiest way to connect your online and offline activities is to make sure a “Like Us on Facebook” logo and/or a Facebook Page URL (as well as your other online addresses) is published on all your offline materials, including business cards, letterhead, brochures, pens, posters, presentation slides, conference or exhibition banners, stickers, billboards, reports and guides, etc. Also, make sure all public speakers representing your organization mention your URL when speaking to groups or being interviewed by journalists. Managing Your Facebook Page via Mobile Connecting your mobile to your Facebook Page frees you to manage your Page from anywhere you have access to a cellular data connection or Wifi. This can help enhance your engagement. Admins can manage their Pages via mobile in several ways: 1. Via email. Click on Edit Page, Mobile, and Facebook will show you the mobile email address you can use to send updates to your Page. To upload a photo, email the photo to the address and include a caption in the subject line. To update your status, simply write in the subject line and leave the body of the email blank. 2. Through the mobile web. You can access your Facebook Page via your phone’s browser. 3. With the iPhone application (if you have an iPhone). Download the app. The Pages you admin will appear in the sidebar. You can update your status or share a photo. Make sure that your posting preferences are set to always comment and post on your page as admin, otherwise your update will be posted as from your Profile. 4. With text messaging (if your telecom provider supports this option). Click on Sign Up for SMS and follow the instructions.

Creating Facebook Pages with Impact • Step 7

Ways to Engage Users: A Checklist Create enticing content Choose topics that can have follow-up posts Ask open-ended questions Create polls for your users Bring other channels and rich media into your Page through Apps Create variety in your posts with links, photos, videos, events, and questions Tag people in relevant posts and photos (It’s best to ask permission to do this. Otherwise, you might be compromising people’s security. And beware: Using the tagging feature as a way to send messages is annoying and may lose you Likes.) Respond to comments Announce a call to action Gaining new likes Suggest the Page to friends Share your Page on other Pages Share relevant content such as special announcements from your Page on others’ Pages Interact, like, and comment on other Pages Advertise your Page on Facebook Mention your Page on external websites and other social media networks Include a link to your Facebook Page in the signature of your email or email newsletter Add a link on your personal profile (it could also be in the form of a badge) Run a creative contest or issue a call to action Host an event Crowdsource photos and videos that repeat or respond to your message Set public goals for the number of Likes or other indicators Link online and offline by publishing your URL

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Adding Applications to Your Facebook Page What’s a Facebook application? Facebook applications, also known as apps, provide practical features for Pages and Profiles to create and share content from elsewhere on the Web. Common apps include Photos, Videos, Links, Events and Notes. Any other apps you install are thirdparty apps built by developers other than Facebook but abide by Facebook’s Developer Principle and Policies.

Creating Facebook Pages with Impact • Step 7

Where do I see applications on my Facebook Page? Applications appear below the cover image on your page, to the right of the About section. All Pages have the Photos and the Likes apps by default. Two other apps are visible by default, and you can add up to 8 more. These apps are hidden until a user clicks on the down arrow to the right of the first row. How can I find Facebook applications? Use the search bar at the top of the page or go to www. and type the name of the application. Note that some apps are designed for Profiles not Pages. Find compatible apps developed on the Facebook Platform by looking for the following: 1. Search results may include Pages, make sure the word “App” is written under the name (show pic: example YouTube) 2. Search results also include “Go to App” button instead of “Like” button next to each result. (show pic) 3. You may find several apps that provide the same service. A high number of monthly active users can indicate that the app is useful and well-established. (show pic) 4. Use Tradable Bits or for Facebook apps and tools specifically designed for Pages. The introductory apps are free.

Tradable Bits Page: Apps: To create or edit tabs: Installing a Facebook Application Because applications are developed by diverse developers, not all Facebook applications are installed the same way. For instance, some apps install more easily from their external website, while others are best installed from within Facebook. Most third-party developers will give you precise instructions for how to install their applications. Follow them and you should be up and running in no time. View Application Settings To edit settings, remove or view the list of applications on your Page: click Edit Page, then click on Apps on the left side bar. You will see the list of applications that are currently available on your page. Popular Apps for Non-Profits Twitter YouTube Causes Social RSS Static HTML Contests Flickr WordPress Blogger For more information, visit Facebook Help Center for the latest updates on how to add apps to your Page.


Creating Facebook Pages with Impact • Step 8


Monitor Your Page Performance with Insights About a week after you first publish your Facebook Page, you can - and should - begin monitoring your Facebook Insights. Insights is an analytics platform provided by Facebook that helps Page admins understand the performance of their Page and learn how to optimize their engagement tactics to reach more supporters. Admins can access Insights directly from their Page by showing the Admin Panel and clicking on the Insights box. If you manage several pages, you can see a summary of Insights for all of them by visiting

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Insights: Navigating the Dashboard After clicking on the Insights box in the Admin Panel, you’ll be taken to the Overview page of the Insights dashboard, which summarizes the activity on your Page over the past week in terms of four metrics: Total Likes: The number of unique people who have Liked your Page. This is visible to your Page visitors and can help them gauge the activity on your Page. Friends of Fans: The number of unique people who are friends with your fans, plus your current fans. People Talking About This: The number of unique people who have created a story about your Page in the last 7 days. This is visible to your Page visitors and can help them gauge the activity on your Page. Weekly Total Reach: The number of unique people who have seen any content associated with your Page (including ads and sponsored stories) in the last 7 days. Red or green arrows next to each of these metrics let you know if your Page is trending upward or downward over the past week. Hovering over the arrow will show the timeframe. Below the numbers, the data is also graphed so that you can get a general idea of how the frequency and quantity of your posts is affecting your overall reach and engagement.

What is creating a story? People Talking About This (also called Talking About This) signifies how many people created a story about your Page in the last week. Creating a story means that a user’s action on your Page created a story that appeared in their news feed, off your Page, thereby extending the reach of your Page to their friends and potentially their friends’ friends. This adds to your Total Reach. To create a story, users can: • Like your Page • Like, comment on, or share a Page post • Answer a Question • Respond to an event • Mention your Page • Tag your Page in a photo, or • Check in or recommend your Page

Creating Facebook Pages with Impact • Step 8

Insights: Reading the Posts Table Below the dashboard graph you can see a table of your most recent 500 posts and a variety of metrics that can help you assess the quality of your content. The table includes: Date: When the update was posted (Pacific Time) Post: The type of post is indicated by the icon and the first few words are visible. If you click on the post, the entire update is displayed. You can also filter your posts by type from the dropdown menu at the top left.

Reach: This metric shows how many unique people have seen this post for 28 days after it was published. Clicking on the number will reveal whether the post was the result of organic, paid, or viral reach (see sidebar). Engaged Users: This metric shows how many clicks this post has generated for 28 days after it was published. Clicking on the number will tell you how many times the main link in the post was clicked, how many clicks were made on other links (like a tagged name or the number of Likes), and how many stories were created from your post. Talking About This: The number of people who have created a story from your post for 28 days after it was published. Clicking on the number will tell you how many of each type of story your post generated. Virality: This measures the percentage of people who created a story from your post out of the number of unique people who have seen it.

Types of Reach Organic: The number of unique people who saw the post in their news feed or on your Page. Paid: The number of unique people who saw your post in an ad or a sponsored story. Viral: The number of unique people who saw this post from a story created by a friend.

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Post Data: What to Look For Identify which posts are most effective? Photos? Video? Questions? Posts on a certain topic? Or in a certain language? When do your fans tend to Like stories? When do they tend to comment on them? When you spot trends, try to replicate your success. Facebook notes that each of the columns is meant to give you “a different perspective on the success of your publishing strategy, depending on your objectives.” For example, if you’ve just launched a short video introducing your campaign, monitor how you’re raising awareness by watching the Reach and Engaged Users to understand how many people your movie reached and how many actually watched it. If you want to learn whether your posts are generating discussion about your issue, however, look more closely at People Talking About This.

To make your analysis easier, you can sort each column by clicking on the column title.

Creating Facebook Pages with Impact • Step 8

Advanced: Export Your Data You can export data from the dashboard using the “Export Data” button at the top right of the dashboard. Unlike in the online dashboard, you can choose the date range, the file format, and whether you want Page-level data or Post-level data. You will also get the number of impressions for your Page or your Posts, information that’s not available in your dashboard.

Learn More about Who’s Engaging: Likes, Reach, Talking About This At the top of the Overview page, you’ll find direct links to Likes, Reach, and Talking About This. Each link leads to demographic data for that category. This data tells you how different segments of your audience engage with your Page and how you reached them. Each category reflects the gender and age, countries and cities (based on IP address), and languages of your unique users (based on their default setting). You can choose the date range in the top left corner of each page. You can also export this data.

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Demographic Data: What to Look For

Reach Graphs

Comparing the demographic data may reveal that the characteristics of your fan base differ from the characteristics of your most engaged fans. For example, while Social Media Exchange’s fan base is split between men and women, 51 to 46 percent. Men share more posts than women, 57% as opposed to 42%. Knowing this, we may want to focus more on addressing our female audience members so that they will create stories from our posts, either through organic posts or paid advertising targeting women. Otherwise, we’re missing an opportunity to engage a significant segment of our fan base.

On the Reach page, below the demographics, there are three graphs. The Reach graph shows how many people you reached each week via organic, paid, and viral posts. You may reach one unique person in many ways, but they are only counted once. So the total reach will likely be less than the sum of organic, paid, and viral reach.

In the bottom half of each page, line graphs visualize other data. Likes Graph

Next to the Reach graph is the Unique Users by Frequency. This chart shows how many people saw content about your Page during the time period you specified. It is broken down by how many times each person viewed the content during this time period. For example, in this graph, you can see that about 500 people were reached one time during the week, about 150 people were reached two times, about 100 people were reached three times and so on.

On the Likes page the graph shows the source of your Likes and how many new Likes and Unlikes you had from unique people on specific days.

TIP: Filter the reach and frequency graphs by selecting an option in the dropdown menu.

Creating Facebook Pages with Impact • Step 8

Talking About This Graphs

The last graph on the page is Visits to Your Page. This graph tells you both the number of times your page was viewed and how many unique visitors your page received on a given day during the specified time range. Below this graph, you can also see Total Tab Views and External Referrers. The tab view lets you know how many times each Page tab has been viewed. External Referrers tells you the number of times a user arrived on your Page from a site other than Facebook.

Again, below the demographics, the left-hand graph shows the number of unique people who have created a story about your Page in the last 7 days. The right-hand graph shows the number of unique people who saw a story published by one of their friends about your Page. These graphs can be filtered by story type in the dropdown menu. Make Monitoring Routine Make monitoring your Page Insights a regular part of your routine, paying close attention to which posts resonated with your fans and their friends. Use what you learn to refine your content and engagement strategies, and reap the rewards of knowing that your fans aren’t only listening to your messages, but repeating them too!


Creating Facebook Pages with Impact • Step 9


Survey Your Success, Tweak, and Do It All Over Again Congratulations! You did it! You’ve successfully planned, implemented, managed, and monitored your organization or campaign’s Facebook Page. Take a moment to pat yourself and your team on the back. Now, think about what went well and what you’d like to improve. What new ideas did you have along the way? Can you implement them now? What surprised you? Did you reach the audiences you intended? Were they all as engaged as you’d hoped? Did you find gain new, unexpected followers, too?

Get in the habit of pausing every few months - and especially as you achieve organizational and campaign milestones - to review your strategy, document your successes, and assess where adjustments need to be made. Then do it all over again!

Have you achieved your campaign goals? Or suffered any setbacks? If so, how will that change the context in which you manage your Facebook Page? What new messages do you have? What new actions do you need fans to take? How might new features in the Facebook platform change the way you engage with fans or how you measure that engagement? Managing any social media channel is an iterative process, requiring lots of tweaking as you build your following and your credibility. In addition, the context you’re working in often changes as your fan base grows and develops a deeper understanding of your organization and campaigns. Ask yourself the questions above every so often, so that your Page stays relevant to your fans and your goals.

Have You Created a Facebook Page with Impact? Here’s a secret: It’s not easy to find examples of successful Facebook Pages through search and browsing. That’s why we’re asking you to share yours. If you have created a Facebook Page that’s had an impact for your advocacy, or you know someone who has, please tell us about it by emailing We will feature the best Pages on our website and social media channels.

6 Tips for a Secure Facebook Page

Securing your Facebook Page begins with securing your individual profile and then implementing best practices for administrators and applications. Learn more at

1. Verify that all Page admins have https:// enabled for their personal accounts. To do this go to Account Settings, Security, Secure Browsing and tick the box next to “Browse Facebook on a secure connection (https) when possible.” 2. Make sure you have a strong password (14 characters or more, including uppercase and lowercase letters, numbers, and special symbols). Change your password periodically. Don’t use the same password for more than one account. 3. Limit admin access to only those who need it. Review your admins periodically and remove anyone who no longer needs access or works with you. Create procedures for adding and removing admins when someone joins or leaves your organization or campaign. 4. Never click on suspicious or unrecognized links in messages sent to your inbox, through chat, or posted to your wall. You can recognize these messages because they contain misspellings or bad grammar or they claim there’s something you’ve got to see or that someone’s said something about you. The link may take you to a malware site that prompts you to download malicious software or to a phishing site that asks you to enter your login information. As soon as you type your username and password, the hacker can login to Facebook as you and take control of your Page.

5. Research your apps. Find out what information your apps access and try to evaluate the app’s privacy and security policies. If the app provide gets hacked, your information could be at risk. Look for SSL encryption, segregated databases, cloud-based redundancy, expiring passwords, expiring data purges. Don’t authorize an app to take more information than it needs, but expect custom tab apps to ask for advanced permissions. 6. Use the moderation blocklist (Edit Page, Manage Permissions) to filter out potential spam. Add commaseparated keywords often used by spammers. Then, when users include blacklisted keywords in a post and or a comment on your Page, the content will be automatically marked as spam. Admins will see posts marked as spam in gray and can “unmark as spam” if need be. For a few more tips on securing your Page from Facebook itself, visit And remember, no Page is ever 100 percent secure, but if you adopt the advice above, you will be far less likely to be a victim of malicious hacking.

Creating Facebook Pages with Impact • Sources

Sources The following is a list of many of the sources we consulted in putting together this guide. FROM FACEBOOK

Facebook Help Center Facebook Security Learn Page Insights Facebook Page Publishing Best Practices Facebook Insights Guide Facebook Pages Resources Facebook Resources for Nonprofits New Facebook Platform Facebook Developers Facebook Platform (for developers) Admin Roles help/?faq=289207354498410 &in_context How do I schedule a post to appear on my Page later? How-do-I-schedule-a-post-to-appear-on-my-Page-later? The New Design for Facebook Pages


Dubai School of Government: Arab Social Media Report, Spring 2011 dsg/unpan044212.pdf Organizing on Facebook Securely A r a b i c : h tt p : / / w w w . m o v e m e n t s . o r g / p a g e / - / OrgzngFacebookSecurely.pdf English: Safely%20and%20Securely.pdf


All Facebook Non-Profit Facebook Guy Which Facebook Insights Metrics Matter to Your Nonprofit 5 essential Facebook applications for nonprofits 11 Gorgeous (and Strategic!) Facebook Landing Pages from Nonprofit Marketing Stars 14 Surefire Ways to Engage Facebook Users Facebook Best Practices h tt p : / / w w w . d i o s a c o m m u n i c a t i o n s . c o m / facebookbestpractices.htm Facebook Tests Negative Feedback Feature for Pages h tt p : / / w i s e m e t r i c s . c o m / b l o g / 2 0 1 1 / 1 2 / fa c e b o o k introduces-sentiment-analysis-kind-of/ How to Find and Add Facebook Apps to Your Facebook Page What the Research Says About Increasing Facebook Engagement Facebook Statistics in the Arab World


50 Social Media Tactics for Nonprofits Developing and Growing Facebook Pages

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